B2B marketers cannot underestimate the importance of organic search in delivering traffic to their website.
New research shows that Google alone is responsible for 36 per cent of referral traffic to B2B websites, making it the highest single source for such traffic.
The search giant is responsible for 90 per cent of organic search traffic, which overall accounts for 41 per cent of traffic to B2B sites, according to Optify's 2012 B2B Marketing Benchmark Report.
Meanwhile, paid search accounts for just 4.7 per cent of traffic and the research revealed a constant decline throughout 2012 in the number of B2B businesses using paid search within their online marketing.
It also found that while direct traffic provides the most leads (34 per cent), organic search accounts for 26.5 per cent.
These figures demonstrate the importance of having a coherent SEO strategy that focuses on delivering the high-quality content and links desired by Google.
Regularly publishing fresh, relevant, original content that people want to read and share is one of the most effective ways of achieving a high search ranking, although marketers still struggle to understand how to most effectively use content to enhance their SEO efforts.
The traffic from organic search is significantly higher than the proportion provided by other sources, including social media (1.9 per cent) and email (0.1 per cent).
Twitter was found to be the most useful social media channel for generating leads, outperforming both Facebook and LinkedIn nine-to-one, despite Facebook delivering the highest levels of traffic of any social media site.
The research also found those companies that actively manage their social media campaigns have witnessed relatively high engagement and conversion rates.
"Website engagement from diﬀerent social media channels varies as well with LinkedIn leading the pack and Twitter showing the lowest page views per visit," the report added.